Concise, well-written, strategic This is the second of John Colley's courses I've taken and will continue to take more. He organizes content to provide useful tips and tricks in manageable "chunks" so as not to overwhelm, clearly demonstrates where and how to perform tasks on screen, and his insights are strategically-minded and perfect for all levels of users. Very helpful information, would highly recommend."

Christine Owens, “The Entrepreneurs Guide to Startup Funding

This course is very well structured and contains excellent information at each lecture. It is very practical and straightforward. I would recommend it."

WHY LEARN FROM ME?

I am your instructor, John Colley. Over the past five years I have shared my knowledge and experience with over 50,000 students and I love sharing my knowledge and experience of Copywriting with you now.

I teach everything from my own experience and show you clearly what works and what does not. I don't hold anything back in my courses so that you can have the sort of success that I have been fortunate to benefit from.

So what ever your core area of interest: Business Communication, Business Writing, Content Marketing, Content Writing, Freelancing, Sales Skills, Writing - Copywriting is a skill which you cannot afford NOT to master.

There is no reason to hesitate or delay. Enroll now - see if this course is for you and start becoming an expert at Copywriting today!

So

All the Best

John

Who this course is for:

Internet Marketers

Web Masters

Bloggers, Social Media Experts

Marketing Professionals

Anyone seeking to increase traffic and conversion on their website or blog

Anyone with an information product to sell on an Educational Platform.

Graphic Designers

Copywriters

Freelancers working from Home

Coaches or Consultants

Online Marketing Professionals in Large Organisations

Basic knowledge

No Copywriting experience required

You do not need to be a Copywriter and actually, its probably better if you are not as this course is designed to help you starting from first principles

Course Curriculum

Welcome to my Copywriting Course. I just want to give you a quick overview of what you will discover in this course by taking you through the core content. I have made this lecture public so that you can preview it before you enroll in the course.

This is a complex course with a great deal of content for you to enjoy! I want to make it as easy as possible for you to find your way around the course so I have briefly explained the course navigation in this lecture.

This is all about understanding what motivates your clients. Different people have different motives and this is dependent on their underlying psychology. You need to know you audience well enough to understand what makes them tick. If you can do this you can press their buttons like the keys on a keyboard. You find out what these are by talking to them and asking them questions. Listen to their responses and try to understand where they are coming from. What sort of people are they? Which of these 13 motivators is likely to be one they will respond to.

In this video I want to show you how to bring these principles and frameworks together to create engaging copywriting.

I have created a 14 step Formula to help you make this process simple and replicable

In the sections following this, I am also going to give you two case studies showing you how I use this formula to create the description for this course and to script the course promo video

So what are these 14 steps?

1. Get Attention

2. Identify the Problem

3. Reveal Your Solution

4. Demonstrate your Competence

5. Show the Benefits

6. Overcome Objections

7. Add Social Proof

8. Make Your Offer

9. Make it Better

10. Give a Guarantee

11. Inject Scarcity

12. Call to Action

13. Give a Warning

14. Remind of Benefits

15. Sign off with a PS

These are the components that you need to include in your message to your audience to make sure you address all the issues that they will be concerned with. Remember you are helping them to make the decision you want them to take in your call to action: make it as simple and as easy as you can. But you must push all their buttons!

The format of your copy needs careful consideration. Essentially you have three options, Long or Short or a Hybrid of text and video. Don’t forget you can also create scripts for audio, such as in a podcast or an image.

There can be NO risk for your reader. You have to offer some form of no quibble money back guarantee. The longer the better: 30, 60, 90 days. But remember, the longer the greater the impact on your cash flow.

You will always get one or two refunds, but will get far more sales as a result of offering this guarantee!

Understanding the building blocks of copywriting is the first step to writing your own great copy. Now we understand that copywriting requires certain components, we will take a look at how these components can be used.

Dan Kennedy took a direct and simple approach: Problem, Agitation, Solution which is discussed in this lecture. I provide an example showing how simple it is to use and discuss some variants on this theme.

This 20 Point Check list comes from Maxwell C Ross who was another Direct Mail Copywriter. I have shared his Checklist with you combined with my observations and clarifications on his points. These will help you to think in more detail about Copywriting and writing style without it becoming tedious.

A PDF of the Slide Deck is available to download from the Resources Section of this lecture.

These guidelines from famous copywriter Guy L. Yolton are helpful in forcing us to look critically at what we have written and give us a framework to help us make improvements. I say "us" because these are as useful to me as I am sure they will be for you.

A PDF of the Slide Deck is attached for you to download from the Resources Section of this lecture.

There are just 8 Universal Motivators and there are just two ways to trigger them. If you understand how to do this - and I show you - then you are going to be a more effective copywriter. But if you don't watch this video, then you are going to be missing out in a big way (including financially)! - See what I did there?

A PDF of the Slide Deck is attached with this Lecture and can be downloaded from the Resources Section.

Objections - spoken or unspoken - will always exist in the minds of potential buyers. This means you have to know what they are and how to address them. As you don't know in advance which reader will have which objection, you need to understand and address them all. I explain what these are and how to address them in this lecture.

Copywriting for Blogs is discovering how to write effective blog posts, but you are not selling anything. Just because the content is not sales focused does not mean that it should not be carefully written. In this lecture and subsequent videos I share my formulas and structures for effective blog copywriting.

A PDF of the Slide Deck is available to download from the Resources Section of this lecture.

Writing a good blog post is as much a Copywriting exercise, even if you are not overtly selling anything. Any written communication with your audience needs to be carefully considered. This lecture takes you through my process for writing a blog and hopefully you will benefit from the structure and guidelines I set out here.

A PDF of the Slide Deck is available for download from the Resources Section.

Creating well written blog posts is as much about getting your editing correct after you have written the first draft of your post. This lecture covers some of the important issues you must address when editing your work to ensure the quality is the highest it can be.

A PDF of the Slide Deck is included for download in the Resources Section of this Lecture.

A Landing Page or a Squeeze page is a page where you take your prospect when you want them to complete a specific action. If you have offered them an ebook but they need to sign up to your email list to get it (for instance). This lecture explains the key points about Landing Pages and suggests a great source of Landing Pages which you can check out for free.

A PDF of this Slide Deck is available to download from the Resources Section of this Lecture

Testimonials should not be left to chance. A little bit of coaching around structure can help the person giving the testimonial to be much more effective. You don't need to tell them what to say just how to say it and I show you how in this lecture.

A PDF of the Slide Deck is available to download from the Resources Section in this lecture.

Bullet points may seem simple but as with anything involving copywriting, there are always techniques for improving what you write to make it more impactful and effective. In this lecture I discuss how you can do this for bullet points.

A PDF of the Slide Deck is available for download from the Resources Section of this lecture.

This section will share with you the components of a successful sales letter. But they come in many variants - so I am going to start with a Five Point Formula and take you through to a 21 Point Sales Letter formula. Along the way you will discover many of the key characteristics of sales letters which will enable you to construct your own letters for your own copywriting projects.

This is the most simple formula for a sales letter and is an excellent place to start. These five key points need to be addressed in just about any sales system and once we understand them we can build on them.

A PDF of the Slide Deck is available for download from the Resources Section of this Lecture.

This formula is very strong on communicating benefits to the reader to convince them to follow the call to action. I explain the seven steps one at a time and you can download the PDF of the Slide Deck if you need to keep a reminder of the formula.

This Nine Point Formula dates from 1937 when Frank Edgner wrote his book "How to Make Sales Letters Make Money" and he follows a path which works just as well today in the online world as it did then in the old world of print.

A PDF of the Slide Deck is attached with this lecture and may be downloaded.

This more complex construction of a Sales Letter includes more specific instructions on content which makes the flow of the construction of the letter easier to follow. I walk you through all 18 steps one at a time so that you can see how to put this together.

This is the most detailed of the sales letter formulae which I have shared with you and by now you should be getting the hang of how this all comes together. You can choose to adapt and adopt elements as you wish but you must ensure that you keep all the critical parts in so that you take your reader on a journey of education and conviction.

Just when you thought you had covered all the Copywriting formulae for Sales Letters here is a 32 Step Formula which also has 4 Pre-requisites. You can't look at too many of these formulae because the more you study the more ideas you will get about how to write your own sales copy.

A PDF of this Slide Deck is attached in the Resources Section of this Lecture and may be downloaded.

This lecture explains what is meant by a Video Sales Letter and how to set up your page. The lecture and this section focus on the Copywriting aspect of a Video Sales Letter and not the Video Production Side.

Your headline is critical to getting the attention and subsequent engagement of your viewer so it needs to be good. This however does not need to be difficult. In this video, I explain my simple but very effective three step formula for creating attention grabbing headlines every time.

A PDF of the Slide Deck is attached and may be downloaded from the Resources Section of this lecture.

This is a 12 Step Video Sales Letter outline and I explain what each step needs to cover with some explanation and examples where appropriate of wording you can use. Follow this for your VSL and you won't go far wrong.

A PDF of the Slide Deck and Templates in Keynote, Powerpoint and PDF are included to download.

This lecture explains the key objectives of copywriting for email and how to achieve them. Email is a very direct and personal communication so you really need to understand your audience and what makes them click on your email (as opposed to the one below it in your inbox) and then follow through to your call to action.

A PDF of the Slide Deck for this lecture may be downloaded from the Resources Section.

The Welcome email is probably the most important email you will send your reader and therefore it is worth focusing on what you say and how you say it. In this lecture I share 10 strategies with you to help you to create effective copy in your email that will ensure that your relationship gets off to a flying start with your new email list member.

A PDF of the Slide Deck is available to download from the Resources Section of this Lecture.

This is a real email I received from Marie Forleo which is an excellent example of a Long Form Story Telling Email. I walk you through the email showing you why it is so effective. I have attached a PDF of the email and my highlighted commentary so that you can read it for your self in slow time. So download it and work through this example for yourself and then ask yourself how you can use the structure (not the content) in your next Long Form Story Telling email.

A PDF of both the Slide Deck and the Email with my comments may be found in the Resources Section of this lecture and downloaded.

This is a real email which arrived in my inbox and I have chosen it simply because I was intrigued enough to open it. By looking at emails that arrive in your inbox, you can learn from the best email marketers by just taking a critical approach to the content of the email and asking yourself what is going on.

A PDF of the Slide Deck is attached in the Resources Section of this Lecture and may be downloaded.

Copywriting extends beyond a single document and you need to be thinking in terms of strategies and campaigns. While I do not want to spend too much time on how to write long email sequences and campaigns, I do want to introduce you to the idea that emails can be written as sequences not just stand alone documents.

A PDF of the Slide Deck may be downloaded from the Resources Section of this lecture.

Advertisements may seem simple because they are short but this is not the case. Its more difficult to have the same impact with fewer words and short sentences. This lecture provides some guidelines for writing ads and concludes with some very practical advice.

A PDF of the Slide Deck is available to download from the Resources Section of this lecture.

This shows you how to follow my 13 Step Formula to create a high converting Promotional Video that sells.

The standard format I believe results in rather dull and certainly not commercially attractive videos.

The Promotional Video is a really important aspect of your Course marketing and you simply cannot afford to let this opportunity slip. As I show there are other places where you can cover most of the other points without wasting these two precious minutes talking about yourself!

Promotional Videos increase sales by up to 5x - you cannot afford not to make them and you cannot afford to make them badly - which is why I created this video to help you make an effective promotional video. Follow my 10 Step Formula, keep it punchy and you won't go far wrong.

A PDF of the Slide Deck is available to download from the Resources Section of this lecture.

Congratulations on completing this course. I review what we covered together in the course in this video and ask what else you would like to see in the course. Finally I let you know how you can contact me online.

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